Breaking down barriers to email marketing success

Five key areas that will help improve your email marketing results

This is me

Lucy Wilsdon

Senior Email Marketing Consultant

Special interest: shopping for lovely things, cooking and

eating good food, drinking quality red wine

Things I am not quite so interested in: growing vegetables,

four square and star signs

You could win this…

Just for fun...

During the presentation I will quote three very famous Michael Jackson lyrics

At the end the first person to shout out the three songs that the lyrics come from wins this book!

Email Marketing – What should we be doing?

Email marketing – what should we be doing?

• Welcome campaigns

• Social share

• Mobile email

Bonus sessions

• Abandoned cart

• Responding to reporting

Welcome campaigns

“Probably the most underrated tool in email marketing”

What’s a welcome message?

• A welcome campaign gives you the opportunity to set the tone of the ongoing relationship

• What's your strategy? Reflect this in your welcome campaign

• Change your welcome campaign to reflect your seasonality and brand

• Your welcome campaign will get a higher open rate than your day to day campaigns

Welcome campaigns

• Tech stuff first

• Don’t use a different from and reply address to your marketing campaigns

• Make this the ownership of marketing

• This is not just an auto responder, you have a captive audience, value the space

• Dynamic content

• This is the start of the relationship, first impressions count

Welcome campaigns

Welcome campaigns

Today’s action points

1. Review your campaign

2. Review the from and reply address

3. What fields do you capture and how is this reflected in a campaigns?

4. If you are not happy with the above – “make that change”

Social

“Probably the most discussed topic in marketing ever”

Do you have a social presence?

• Do you have a presence on Twitter and Facebook?

• Think beyond just content share

• How do you monetise Social Media?

• How does social reporting effect your email campaigns?

Integrating your email and social media

• The most effective marketing is cross channel. Think social, email and SMS

• If you value email addresses, then use any method to gain more

• Close the loop on social, data capture is as important here as it is on your home page

• Give social a value and then benchmark against that value

What can we cover socially?

Today’s action points

1.Understand how your email content can support your social presence

2.Encourage your clients to engage with your email and consider what channel would best support this engagement

3.Review your reporting and use this to change your email content

Mobile

“My personal favourite subject”

Mobile and devices

• What devices are your clients using? 27% of emails are opened on a mobile

• Do you consider devices when you are deciding on your strategy and content? If you don’t “you are not alone”

• Do you use is it to influence your data capture?

• If I am using an iphone when is best to send me an email?

We are not all using desktops!

What’s the benefit of device reporting?

89% of mobile revenue is from ipads

Mobile

Today’s action points

1.Know what devices your clients are using

2.If the content that you send does not render in these devices then that is “Bad bad, really really bad”

3.If your best customers use iphone, track the response to your welcome campaigns and incentivise accordingly

4.Device reporting will give you the most accurate stats to decide whether there would be value in your investing in a mobile app

Top tips

Welcome Campaigns

•Review your campaign

•What fields do you capture and how is this reflected in campaigns?

Social

•Encourage customers to engage with your email & consider what channel would best support this engagement

Mobile

•Know what devices your clients are using

•If your best customers use iphones, track the response to your welcome campaigns & incentivise accordingly

Thanks for listening!

Thanks for listening!

Follow us @pure360

Email me lucy.wilsdon@pure360.com

Or even call me 01273 647871

... Who wins the book?!

‘Lucy bonus’ session

• Abandoned cart

• Reporting

Abandoned cart

“Another opportunity”

What is the implication of abandoned cart?

•You have gained the click and conversion. The user has decided on a purchase and gone through to the basket, but the transaction does not complete

•You have committed fully to resourcing that sale

•You had a captive audience

Why use abandoned cart?

•There is nothing other than benefits in recovering lost baskets

•Consider the positive implication of recovering 20% of your abandoned baskets

•Use the message to test different content/concepts and ideas

•43% of baskets abandoned due to not having your ‘contact us’ details on the basket page

Abandoned cart

Today’s action points

1.Implement an abandoned cart solution!

Reporting

“A powerful tool”

What do you do with your reporting?

• What matters to you? Opens, clicks, bounces, revenue?

• What was the last change that you made for your future campaigns that was influenced by your reporting?

• Does post click analytics effect your campaign?

• Most marketers want reporting but don’t use it

Reporting

Today’s action points

1.View your heat maps post send to see where people are clicking

2.If your templates and layout are effecting your sends change them!

3.Use the tools that are available to you

4.Capture your reporting data in a database

Final top tips

Welcome Campaigns

•Review your campaign

•What fields do you capture and how is this reflected in campaigns?

Social

•Encourage customers to engage with your email & consider what channel would best support this engagement

Mobile

•Know what devices your clients are using

•If your best customers use iphones, track the response to your welcome campaigns & incentivise accordingly

Abandoned cart

•Implement abandoned cart

Reporting

•View your heatmaps post send

•If your templates and layout are effecting your sends change them

•Capture your reporting data in a database if you can

Thanks for listening!

Thanks for listening!

Follow us @pure360

Email me lucy.wilsdon@pure360.com

Or even call me 01273 647871

... Who wins the book?!